When Cardinal Fitness came to JB Chicago in 2003, they had only six locations in the Chicagoland area. Since then they have grown to over 50 locations in the Midwest, and in 2008 they launched another brand of health clubs, Charter Fitness, which has 10 locations throughout the country. In line with their aggressive growth plan, both Cardinal Fitness and Charter Fitness wanted to ensure that their identity, offer and message were consistent and that their marketing spend was measurable against new member acquisition. Through a review of all marketing channels and outlets, JB Chicago helped define and execute a marketing program for both brands and all of their locations.
Today, JB Chicago handles all media planning and buying; public relations outreach; annual strategic planning; sponsorships and strategic partnerships; and social networking, as well as maintaining the Web site and online initiatives. JB Chicago continues to help define and execute marketing programs and processes for both brands and their 60+ locations, adjusting to each club’s needs and competition while staying consistent with each brand’s identity and message.